AGENCY
Steve Simpson, CCO, Ogilvy & Mather North America
Mike Hahn, Executive Creative Director
Ryan Blank, Executive Creative Director
Susan Westre, Executive Creative Director
Lou Aversano, CEO, Ogilvy & Mather New York
Gunther Schumacher, WW President and COO of OgilvyOne Worldwide
Jeremy Kuhn, Partner, Global Group Acct. Director
Magnus Blair, Group Planning Director
James Friedman, Sr. Planner
Ruth Kim, Planner
Neo@Ogilvy
Leopard
SUMMARY
To drive IBMs credentials in Social, Mobile, Analytics and Cloud we set out to show the value being Made With IBM. We dedicated the entirety of our Masters Tournament TV Inventory to a stream of almost 70 unique commercials: a 35 Minute Documentary, Interrupted by Golf. By solving the ad nauseam of endlessly repetitious commercials, we dominated Masters buzz (3x the mentions of the other sponsors combined). We transformed brand perceptions, and contributed to a $3.5BN increase in category revenue.